Effectiveness of Digital Marketing - BMP3006 Practical Digital Marketing

This article discusses the effectiveness of digital marketing and the key elements of the marketing mix and communication mix. It also explains how social media channels like LinkedIn, Facebook, Twitter, and Snapchat are used as part of a brand's communication strategy.

BSc (Hons) Business Management with
Foundation
BMP3006
Practical Digital Marketing
Assessment 1
Effectiveness of Digital Marketing
Submitted by:
Name:
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Contents
1

Part 1 p-p
Description and discussion of the Marketing mix with examples
p
Description and discussion of the key elements of the communications
mix with examples p
Part 2 p-p
Explanation of how each of the social media channels are used as
part of a brand’s or company’s communications strategy (using
examples: p-p
LinkedIn p
Facebook p
Twitter p
Snapchat p
An explanation of why I think the social media content is effective.
References p
2

Part 1
Description and discussion of the Marketing mix with examples
Marketing mix by the name itself is understood that it is related to the aspect of
marketing in particular. Marketing mix particularly refers to the combination or the collection
of the elements that are used for the purpose of promotion of the products or the services of
the company in particular (Išoraitė., 2016). The marketing mix has four major elements that
are to be considered within a company. These elements are product, price, place and
promotion. Marketing mix is a very necessary element that needs to be considered within a
company in the present times as marketing itself has become a very relevant as well as
necessary aspect within a business.
All products are not promoted in the same manner or way. Hence, product marketing
plans are to prepared by the marketing managers for the efficiency of the overall marketing in
particular. For this the major aspects to be considered are the attributes of the products, the
prices, the brand and the target market or target audience in particular. Further, are the four
major elements of the marketing mix in particular.
Product
This step or stage majorly evaluates the features, advantages and disadvantages of the
particular product in relation to the competition in the industry or the market in particular.
The competitive analysis can particularly support in determination of the diverse features of a
product which can particularly be highlighted in the marketing materials of the company. The
elements that are the most appealing aspects of their product for the customers of the
company are also researched.
Price
Price basically refers to the amount of money that will be charged from the customers
in return of the product or the service that is provided by the company to them in particular.
In this step basically the company decides the most appropriate as well as the most suitable
pricing policy that can particularly be used for the purpose of deciding the price of the
product or the service in particular. This depends upon aspects such as the target audience,
the product quality, the cost of the product, the goodwill of the company, etc.
Promotion
Promotion specifically refers to all the activities or the tasks that are performed by the
marketing department of the company in particular for the purpose of enhancement of the
awareness of the products or the services that are particularly provided by the company to its
customers.
Place
Place is the location where the products of the company will be distributed to the
customers of the company's products as well as the services. Place can be online or can be a
particular store, this totally depends upon the encounter, then the discovery, and the learning
to regard the products that are to be distributed.
Example of marketing mix is Tiffany and Co. when the company applied the product
as the competitive edge of the company. The signature cut of the diamond of the company is
only available at the stores of the company the packaging is also distinctive or unique.
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Description and discussion of the key elements of the communications
mix with examples
The communication mix in particular includes each and every tool that is used by the
company for the purpose of communication with the customers of the products or even the
potential customers of the products (Camilleri., 2018). This can also be considered as a set of
the tactics or the actions that are used by the company for promoting the brand name of the
company within the market that it is working in. the communication mix is one of the most
relevant and necessary part or aspect of the marketing function of the company. There are
various elements by using which the company can convey their messages to the customers.
These elements are particularly known as the elements of the communication mix of the
company's product that is to be marketed.
Advertising
This element allows in conveying the information to a huge population at the same
time and for a long period as well. This helps in demand generation and also in brand
awareness enhancement (Reeves., 2017). Examples of advertising can be bill- boards, radio
ads, television ads or ads on the social media platforms too.
Sales promotion
In this technique in particular discounts or offers are provided by the company to its
customers to attract more and more customers and also enhance its sales and recognition
within the market or the industry in particular (Heerde. and Neslin., 2017). Example of sales
promotion is when a company provides coupons, premiums, discounts and also arranges
contests for the increment in the ratio of sales.
Social media marketing
This is the marketing that is particularly conducted on the social media platforms. The
information regarding the product is conveyed through social media campaigns or any type of
marketing on the social media platforms specifically. The example of social media marketing
is companies as big as Apple promoting their products on platforms like Instagram and
Facebook.
Events
In this method in particular events are organized based on the product that is being
offered by the company to its consumers in particular. The example is Lakme fashion week
that is conducted for creation of brand image of the company.
Mobile marketing
This technique tends to reach the customers through tablets, smartphones and other
devices that are mobile through email, SMS, MMS, websites, apps and social media.
Example of mobile marketing is providing information regarding the product through sending
emails to the registered emails on the websites and also the people who search similar items
as that of the product.
Personal selling
Personal selling refers to direct interaction of the company's employees with the target
customers of the company in particular (Olariu., 2016). This can be done through providing
door to door salesmanship to the customers. An example can be selling of the life insurance
policies through going to houses of the people that are likely to buy one.
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Public relations
The public relations refer to maintaining professional relations or relationships with
the customers of the company (Seitel., 2017). This is necessary for understanding the
requirements of the company in particular. Example Facebook promoted the rights of the
LGBTQ community. To gain a better position in front of their customers and make a major
move.
Part 2
Explanation of how each of the social media channels are used as
part of a brand’s or company’s communications strategy (using
examples:
LinkedIn
LinkedIn is considered to be one of the best networks that is used for the purpose of
generation of the leads. LinkedIn offers both traditional as well as advanced ways through
which the leads can be generated and the customers can be informed regarding the products
in particular (Vykydalová., 2018). The traditional techniques include mentioning of the
interesting content that the potential customers of the company can download, driving the
traffic to the relevant sources, etc. and the advanced techniques involves the personal ways
that are offered by the company for the identification of the potential leads, then engaging
them, then further converting these leads into the customers. LinkedIn works better for the
companies that are B2B and are looking forward for the promotion o their brands through
reaching the professionals by the highly targeted ad campaigns. LinkedIn particularly offers a
number of options for the purpose of targeting the customers as well as the potential
customers of the company's products as well as services in particular. This makes the
LinkedIn marketing a very efficient as well as effective tool that can be used by the B2B
enterprises by having a specific or precise audience or customer base in mind. For example,
companies that require employees that are proficient and qualified.
Facebook
Facebook is a well recognized as well as reputed brand in the market (Pasma., 2017).
It is also trusted and the people on the market also consider to be a reliable brand as well.
Facebook is also known for the marketing of the products or the services that are provided by
various companies, and they market these on Facebook which is widely used by a huge
population all across the world. Facebook marketing basically focuses on the concept of
creation of a Facebook page as well as actively using it and posting on it, so that the levels of
interactions from the side of the customers increase. A Facebook page of the company is
mainly used for the purpose of attracting the customers or the consumers that are mainly the
target customer base of the products that are provided by the company in particular. And also,
the Facebook page in particular is used as a communication channel for maintaining contact
with the customers. Facebook provides for such things, it allows companies to create business
pages for the purpose of marketing and interacting. An example is a small thrift store opening
an account and targeting and interacting with potential customers and convert them into
potential customers.
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Twitter
Twitter is also a very popular social media platform, that is well- known for celebrity
as well as business interactions in particular (Muñoz-Expósito. Oviedo-García. and
Castellanos-Verdugo., 2017). One of the best options that are provided by Twitter in
particular is the ability of the platform to track h mentions. Brand mentions in particular
provide a lot of guidance and insights regarding the growth as well as the interaction of the
customers to the brand managers in particular. The mentions also provide information
regarding the overall sentiment that is related to the company and also the precise facets in
the company or within the brand in particular. The communication is also made very efficient
through the usage of this application in particular. The customer complaints that are related to
the services, products, the marketing strategies, the brand usage and other things or aspects
related to the company overall or the specific product can be received and also be worked
upon. The communication is made easy through the sending as well as receiving short
messages in a specific group that is for the sole purpose only. For example, Starbucks uses
Twitter to understand its customers and provide information regarding new launches and
changes made in the company.
Snapchat
Snapchat is an application that is mainly used for the purpose of sharing pictures or
information in such a way that people or customers get more interested in the company and
the products hat are being provided by the company in particular (Tropp. and Baetzgen.,
2019). Information from the side of the company can be provided to the customers or to the
potential customers to enhance the customer base in particular, and the customers can also
send if any issues are faced regarding the product or the company's workings. Snapchat is
considered to be a unique tool to interact and connect with the customers. Businesses or
companies can advertise their products on snapchat through traditional ads, lenses, geotags or
branded filters. Also, this helps in better interaction with the overall target audience of the
company in particular regarding the issues or the reviews that can be negative as well as
positive. The application mainly allows to share short and temporary videos as well as
photos, that make the approach of marketing and also communication more specific or
precise in particular. Example of a company using snapchat is Kylie Cosmetics. The
company's CEO Kylie Jenner interacts with the customers through snapchat too and enhances
sales.
An explanation of why I think the social media content is effective.
Social media is one of the most growing sectors of the society in the present times. It
is used by people or individuals of every age group and every person who has access to
mobile devices and internet connection is able to use social media. Hence, this makes using
social media extremely easy. People are extremely involved on all the social media platforms
that are available. It has become a major source of entertainment, studying, shopping,
consultations and many more things. Therefore, this has made the social media content very
reliable in front of the people that are using it. The openness as well as the transparency that
is presented by the content creators that can be individuals or companies makes the content
more trustable and reliable as well. Also, as a huge population is a part of the social media the
content that is presented is mainly provided to a large population or community. The specific
part of the market that is focused for selling the product can also be targeted. Hence, I think
that social media content supports the growth of the company and also enhances sales if used
correctly and is also less time- consuming and is cost- efficient too.
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References
Camilleri, M.A., 2018. Integrated marketing communications. In Travel marketing, tourism
economics and the airline product (pp. 85-103). Springer, Cham.
Heerde, H.J.V. and Neslin, S.A., 2017. Sales promotion models. In Handbook of marketing
decision models (pp. 13-77). Springer, Cham.
Išoraitė, M., 2016. Marketing mix theoretical aspects. International Journal of Research-
Granthaalayah. 4(6). pp.25-37.
Muñoz-Expósito, M., Oviedo-García, M.Á. and Castellanos-Verdugo, M., 2017. How to
measure engagement in Twitter: advancing a metric. Internet Research.
Olariu, I., 2016. Personal Selling in Marketing. Studies and Scientific Researches. Economics
Edition.
Pasma, M., 2017. Facebook Marketing strategy: case: pint please mobile application.
Reeves, R., 2017. Reality in advertising. Lulu. Com.
Seitel, F.P., 2017. Practice of public relations. Pearson Education.
Tropp, J. and Baetzgen, A., 2019. Users’ definition of snapchat usage. Implications for
marketing on snapchat. International Journal on Media Management. 21(2). pp.130-
156.
Vykydalová, N., 2018. LinkedIn and its impact on marketing strategy in business. In 14th
Annual International Bata Conference for Ph. D. Students and Young Researchers
(DOKBAT). Tomas Bata University in Zlín.
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